The Research Of Impact Factors Of Professional Sports Events Attendance

In October 2014, "Opinions of the State Council on accelerating the development of sports industry and promoting sports consumption" (Document No.46) was promulgated. The document indicates to promote the reform of professional sports, expand social participation in professional sports, encourage the development of professional sports leagues, and increase the maturity and standardization level of professional sports progressively.Since the middle of 1990s, China’s professional sports has a certain degree of development, there appeared professional sports events represented by Chinese Football Association Super League and China Basketball Association. Attendance is the basis of the development of professional sports. Without the support of audience especially sports fans, it is particularly difficult for professional sports events to go on a long-term operation, and the market of professional sports to flourish. In this paper, Beijing Guoan Football Club is a case study, literature, expert interview and other research methods were used to analyze the external environment and the main factors impact professional sports attendance comprehensively. The conclusions are as follows:1. Audience is one of the main markets in professional sports; there is a close relationship between attendance and professional sports development. More attendance means not only the club can get more tickets revenue, but also enable to increase the profit of sports clubs and related products.2. The external environment factors that affect attendance include economic development status and social cultural atmosphere. Generally speaking, GDP of the host country (or district), total resident consumption, and urban population growth have positive correlations to the professional sports attendance. The professional sports events of our country can be largely improved; the conceptual awareness of viewing the live show to the scene is still in cultivation.3. The main and direct factors that impact attendance include:consumer motivate satisfaction has positive correlation to the professional sports attendance; the audience are more willing to see a fierce and competitive match, which they can obtain greater sense of satisfaction; the stronger the team competitive strength is, the bigger the sports attendance is; due to the monopolistic of the professional sports events and consumer preference which shows big impact on ticket demand, expensive ticket price does not necessarily lead to the number of attendance decreased; and the alternatives of the professional sports events are not just one. Within the scope of budget constraints, only when watching professional sports events can bring the maximum utility to consumers, they will choose to watch professional sports events; great atmosphere of the games can make the audiences get better watching experience.Based on the analysis above, the suggestions of this paper come as follows: first, governmental sports department and media agencies should cooperate with each other, create a good atmosphere of physical culture, enhance the sports concept and awareness through public sports activities. Second, considerate reasonably to introduction foreign sports players, and make a good use of the Star Effect to enhance sports attendance. Third, governmental sports department, Chinese Football Association, football clubs and schools should cooperate with each other, improve and strengthen youth athletes training system, and build the foundation of Chinese talents tank. Fourth, improve the services and the infrastructural facilities of sports venues constantly, to create a good atmosphere for spectators. Last, professional sports clubs should change their management conception and awareness, pay more attention to the cultivation of potential audience.